Trade Show Exhibit Booth Display:
Five Tips for Success

Here are some things you can do to make your trade show exhibit booth display appealing to attendees who are trudging past hundreds of companies' offerings:

1. Learn the principles of trade show exhibit traffic flow and how you can use it to determine whether and how visitors experience your booth.

2. Keep your exhibit spotlessly clean. Continually - but unobtrusively - clean, straighten, and arrange your displays. If your booth display includes glass or acrylic cases to safeguard your products, don't forget to bring glass cleaner and a polishing cloth. Cases get fingerprinted very quickly at shows, giving the impression that their contents are shopworn. Regularly cleaning the glass or clear acrylic surfaces throughout the trade show will give them an eye-catching sparkle and an impression of high-quality goods inside.

3. Learn the seven basic trade show exhibit configurations and choose a layout that's in line with your trade show goals, demonstrations or displays.

4. Set up your booth with "easy information" in mind. Information about anything your potential customers may want to know should be easy for them to find intuitively at your exhibit, if you're busy with another customer. You can use signs and literature with clear, visible headlines to answer frequently asked questions about your minimum orders, pricing, shipping, etc. If customers have to wait for you to answer their questions and can't easily find the information they need, they'll move quickly on to the next booth.

5. Advertise a "show special" encouraging customers to place orders at the show. If you let potential customers wait till they get home to order, far fewer of them will follow through with placing the order they promised. And your prospective customers will be attracted to your booth to discover what your "show special" deal is all about. Be ready to fill them in on all the benefits to them.

6. Remember that trade show exhibit booths with interactivity can be more effective and memorable. Consider ways your customers can interact with your display.

7. If your products will be sold in stores, set up your trade show exhibit with some of the best ways to display your goods for retail. Good retailers recognize good store displays, and they'll be attracted to your booth. You may even want to consider selling your retailers the displays that are just right for marketing your products. Do everything possible to ensure your retailers' success in selling your items, and they'll be back to purchase more.

8. Mail promotional materials to past and potential customers before the show. Let them know the location of the event and your booth number so they can find you easily. In your promotional material, offer them a freebie or discount for stopping by your booth. And have new products - or new options for your old products - to show and discuss with them.

It's not difficult to make your trade show exhibit appealing to the event's attendees. Focus on what differentiates your business and products from your competition, and capitalize on those strengths.

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